QRCA PNW Chapter Workshop
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When: March 4
9:30am - 4:00pm
Where: Fieldwork Seattle – Downtown
520 Pike St #2610
Seattle 98101
United States

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Full Day Workshop: Integrating MR and UX

The worlds of qualitative market research and user research are similar, yet different. In this thought provoking, full day workshop Brianna Sylver and Cori Schauer will parse the similarities and differences between these two insight disciplines. If you’re a qualitative market researcher, you’ll gain insight on how to expand your business into UX and knowledge of what it will take to excel and succeed once there. If currently working in the UX field, you’ll gain appreciation for the value and strength that qualitative market research can offer to UX.

This daylong workshop will be structured into three content modules, each offering a nuanced perspective to the similarities and differences that qualitative market researchers and user researchers bring to the consumer insights industry.

Content Module 1: A Presentation by Brianna Sylver

  • How to Expand Your Business into User Experience (UX)
    In this presentation, Brianna will introduce you to the world of UX and share which market research skills — that you already have — can easily transition and provide immense value to UX teams. She’ll also give you pointers on which skills, methods and mindsets you’ll likely need to adopt if hoping to be perceived as a valued contributor in the UX industry. In essence, she’s going to give you a blueprint for how to open up a whole new line of revenue potential for your business, with a simple reframe on who you are and what you do.

Content Module 2: An Interactive Exercise led by Brianna Sylver and Cori Schauer

  • Personas: A Double-Barrelled Term
    Brianna and Cori are guessing that you’ve gotten more than one request for “personas” in your day. Let’s face it … “personas” are all the rage in both the market research and user experience communities right now. However, Brianna and Cori have learned from experience that “personas” mean something very different to each community. In this interactive session, Brianna and Cori will dissect personas from each viewpoint, celebrating the strengths and value-adds that each insights discipline brings to the practice of creating personas. Attendees in the room — Qualitative Market Researchers and UX professionals alike —will walk away with insight on the specific value they offer to persona development and insight on where and how to up their game to develop personas that aid — in the most value-add way — the product development process.

Content Module 3: A Presentation by Cori Schauer

  • The Pitfalls of Personas
    Personas are a tricky business. The idea of personas comes from the right place — they attempt to humanize users, and help teams stay focused on building human-centered products. However, much of the time product teams create personas haphazardly. They aren’t built from proper segmentation models, and are launched into the company without much thought or fanfare. Let's not do that anymore. Personas can be amazing. They just have to be done right.

    In Cori’s presentation she’ll explore the best ways to create personas and launch them successfully in companies, using the Firefox User Types created during her time at Mozilla as a reference point throughout the presentation. Qualitative market researchers specifically will walk away with insight on how to position their skills sets and unique value to UX teams pursuing “persona” development. All attendees will gain insight on the pitfalls to avoid when embracing a “persona” project internally.

Brianna Sylver holds a BFA in Communication Design from the University of Buffalo and a Master's degree in Human-Centered Communication Design and Design Strategy (MDES) from the IIT Institute of Design. She will be joined by Cori Schauer who is a Lead Design Researcher at Dropbox. Cori has a Masters of Design in Communication Planning and Information Design (MDES) and a BA in Professional Writing, English, and Cultural Anthropology from Carnegie Mellon University.

Join us for a great day full of thought-provoking and practical information!

About the Speakers

Brianna Sylver is the founder and President of Sylver Consulting, an international innovation research and strategy firm operating at the intersection of market research, user experience and strategy. Brianna and the team at Sylver support Fortune 500 organizations in defining clarity and purpose around their innovation and growth agendas. Brianna has gained recognition for her contributions to the fields of innovation, UX and consumer insights by the Product Development & Management Association (PDMA), HSM Management (Brazil) and the Qualitative Research Consultants Association (QRCA). She writes on topics of innovation, communication, user experience and entrepreneurship. Follow her on Twitter @BriannaSylver.

Cori is a Lead Design Researcher at Dropbox. Her research is focused on how teams collaborate. Previous to Dropbox, Cori held research positions at NASA and Mozilla. At Mozilla Cori set the company’s user research vision and strategy for the company and built the user experience research practice. At NASA, Cori was an ethnographer for the Human Space Flight program at Johnson Space Center in Houston where she studied flight controllers to understand their workflows and culture to inform the development of new flight control tools. Cori is a pragmatist, and believes in making research accessible and actionable. She uses design research methods to uncover issues, identify opportunities, start conversations, create consensus, and build the right solutions. She's also a pop culture fanatic.

For more information about Brianna and Cori, please see these websites:

Brianna Sylver:

Cori Schauer:

Ok, I’m coming. Give me the details…

Friday, March 4th

Fieldwork Seattle – Downtown
520 Pike St #2610, Seattle, WA 98101

$100 USD QRCA members
$150 USD Non-members

Note: We will be offering Focus Vision viewing for this workshop.

9:30 – 10:00 Meet and Greet – Registration – Light Breakfast
10:00 – 11:00 Presentation: How to Expand Your Business into User Experience (UX)
11:00 – 12:00 Workshop (Part 1): Personas: A Double-Barrelled Term
12:00 – 1:00 LUNCH/ Tour of facility
1:00 – 2:30 Workshop (Part 2): Personas: A Double-Barrelled Term
2:30 – 3:30 Presentation: The Pitfalls of Personas
3:30 – 4:00 Q&A
4:00 Optional cocktails and/or dinner out

Please RSVP no later than Tuesday, March 1st.

To reserve your spot email Nancy Hardwick (nancy@hardwickresearch.com)

We have two payment options:

  1. Send a check (made out to “PNW Chapter of QRCA”) to 8720 SE 45th Street, Mercer Island, WA 98040
  2. If you would like to pay via PayPal, let Nancy know and she can send you an invoice
    Your payment guarantees your spot.

Given the popularity of these events, and the fact that we order food for you, if you register you must pay, whether or not you attend.

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